September 19th, 2019

carole lombard 04
  • vp19

'Life' goes to a Lombard movie



"Swing High, Swing Low," the third of four teamings of Carole Lombard and Fred MacMurray, received a big push from Paramount. (And it paid off -- the film became the studio's biggest moneymaker for all of 1937.) Part of it included an ad in the new media sensation, Life magazine, which debuted the previous fall. The ad mimicked the magazine's style, and was noted in trade magazine publicity (https://carole-and-co.livejournal.com/663179.html):



Now the issue it appeared in, from Feb. 22, 1937, is available from eBay:



The magazine was full of the striking photojournalism Life already was famed for, including subjects such as Franklin D. Roosevelt, touring black concert singer Marian Anderson and the looming threat from Nazi Germany:





The popular feature "Life Goes To A Party" was at Dartmouth College's famed Winter Carnival, and domestic coverage included a shot of the nearly complete Golden Gate Bridge:




And there were other ads too, including for Studebaker and Chesterfield:




"--for the good things smoking can give you." Yes, this was more than two decades before the Surgeon General's report.

The issue is in "acceptable" condition. You can buy it outright for $7.99 or bid, beginning at $5.99. In that case, the auction would end at 10:20 p.m. (Eastern) Sept. 28. To buy or bid, visit https://www.ebay.com/itm/LIFE-MAGAZINE-February-22-1937-HITLER-Barcelona-CAROLE-LOMBARD-Bayards-Bones/274015329738?epid=85156826&hash=item3fcc961dca:g:OFoAAOSwL9paWPo0.
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